The retained brief, which is understood to be worth about £100,000 annually, will include the targeting of the under-25s and over-50s.

Charles, who will report to PR manager UK and Europe for Tourism New Zealand Kate Campbell, said: ‘It will be about giving New Zealand a depth and freshness, and making sure we focus on more than just the scenery. It’s a small country, but there is a lot going on that people don’t know about, such as an incredible food scene.’

Charles highlighted the upcoming opening of a restaurant in Auckland by well known London-based New Zealand chef Peter Gordon as the kind of thing PCC would be using as part of its comms strategy.

‘You’ve got great potential to go into deeper depth on what New Zealand is about, whether it’s the food and wine scene, or the cycling scene,’ he added.